Creative Agency: Murray Brand Communications, Inc.
Location: San Francisco, CA
Project Type: Commercial Work

Seeking to refresh its brand identity and retail packaging, Joseph Gallo Farms partnered with Murray Brand Communication to design an evolutionary new look to heighten brand awareness, delivered consistency across a portfolio of 73 SKUs and communicate key messaging such as sustainably farmed and family owned.

To accomplish this, Murray Brand designers staged a redesigned wordmark on a red arch to create greater awareness for the brand in the retail set. A custom illustration was then developed using visual elements from the Gallo family farm to bring a more proprietary look to the identity. As final treatments, a simple packaging architecture was created in which color is used to differentiate between cheese flavors and styles including chunk, sliced, shred, ball and string. A ribbon treatment completes the design by providing a common presentation area for the brand's sustainability messaging, REAL California Cheese seal, differentiating value propositions and the founder's signature.

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via Packaging of the World – Creative Package Design Gallery